Rexona uses hashtag for F1
Deodorant brand Rexona has run one of the most comprehensive paid Twitter campaigns to date around a hashtag linked to the Australian Grand Prix.
The campaign for the Unilever brand – led by media agency Mindshare – saw the #noquit hashtag promoted via trending topics, Twitter search and a promoted Rexona account.
The campaign was also backed with an outdoor projection on the walls of Grand Prix House in Albert Park featuring video, images and highlighting tweets from the public that used the hashtag. It followed a ticket giveaway on the social media networking site in the days before the Melbourne event.
The #noquit hashtag was also included in TV ads and other above the line advertising.
The agency said that it also built contingency plans against attempts to hijack the hashtag with negative commentary around the brand.
Chief strategy officer Katie Rigg-Smith said: “The reality is, when you ask the consumer to be your media channel, you have to expect that there will be good and bad surrounding it. I think a large part of the fact this was a positive and successful experience for Rexona is that we had a bit of fun with it, it was dynamic, easy to be part of and we didn’t overstate our role. In the end there is a link between Rexona’s ‘no quit’ message and the #noquit campaign we created for Formula One so rather than a backlash, consumers could see a natural fit that they were willing to get behind”.
There have been a number of high profile social media backlashes in response to brands using a hashtag to engage audiences recently, most notably Qantas, Woolworths and Coles.
